OBIEE, Endeca, Hadoop and ORE Development (on Exalytics) (ODTUG 2013)

T : +44 (0) 8446 697 995 or (888) 631 1410 (USA) E : enquiries@rittmanmead.com W: www.rittmanmead.com
Mark Rittman, Technical Director, Rittman Mead
ODTUG KScope’13, New Orleans, June 2013
BI, Endeca, Hadoop and R Development (on Exalytics)
Wednesday, 26 June 13

Mark Rittman
• Mark Rittman, Co-Founder of Rittman Mead
• Oracle ACE Director, specialising in Oracle BI&DW
• 14 Years Experience with Oracle Technology
• Regular columnist for Oracle Magazine
• Author of two Oracle Press Oracle BI books
‣ Oracle Business Intelligence Developers Guide
‣ Oracle Exalytics Revealed
• Writer for Rittman Mead Blog :
http://www.rittmanmead.com/blog
• Email : mark.rittman@rittmanmead.com
• Twitter : @markrittman

About Rittman Mead
• Oracle BI and DW platinum partner
• World leading specialist partner for technical excellence, solutions delivery and
innovation in Oracle BI
• Approximately 30 consultants worldwide
• All expert in Oracle BI and DW
• UK based
• Offices in US, Europe (Belgium) and India
• Skills in broad range of supporting Oracle tools:
‣ OBIEE
‣ OBIA
‣ ODIEE
‣ Essbase, Oracle OLAP
‣ GoldenGate
‣ Exadata

Oracle’s Strategy for Business Analytics
• Connect to all of your data, from all your sources,
• Subject it to the full range of possible inquiry
• Package solutions for known problems and fixed sources, and
• Deploy to PCs and mobile devices, on premise or in the cloud
On Premise,
On Cloud,
On Mobile
Any Data,
Any Source
Full Range of
Analytics
Integrated
Analytic Apps

Full Range of Analytic Engines
• Subject your data to the full range of possible enquiry
• ROLAP for querying and reporting against relational data; MOLAP for multi-dimensional
analysis; Search/Analytic database for guided navigation through diverse data
Full Range of
Analytics
Analytic Tools
Analytic Engines
Reporting &
Analysis
Modeling &
Planning
Unstructured
Analytics
Predictive
Analytics
ROLAP MOLAP Unstructured

Oracle Business Intelligence Enterprise Edition
• OBIEE 11.1.1.7 release came out in April 2013 - many new features + updated L&F
• Enterprise BI platform centered around the Common Enterprise Semantic Model (RPD)
• Mobile BI apps, MS Office integration,
ad-hoc, dashboard and reporting
• Deployable on Windows, Unix, Linux
• Accessing a range of data sources
‣ Oracle and other RDBMSs
‣ Essbase and other OLAP servers
‣ Files, XML, web services
‣ ADF and SOA sources
‣ TimesTen in-memory database

Exalytics as the Exa-Machine for OBIEE
• Runs the BI layer on a high-performance, multi-core, 1TB server
• In-memory cache used to accelerate the BI part of the stack
• If Exadata addresses 80% of the query performance,
Exalytics addresses the remaining 20%
‣ Consistent response times for queries
‣ In-memory caching of aggregates
‣ 40 cores for high concurrency
‣ Re-engineered BI and OLAP software
that assumes 40 cores and 1TB RAM
ERP/Apps DW
Oracle BI
In-Memory DB/Cache

Also Supports Essbase, and Endeca Information Discovery
• In-Memory Essbase for planning, budgeting and sales analysis-style OLAP applications
• Endeca Information Discovery for search/analytic applications against diverse data
In-Memory Cache
Essbase Planning Engine
Smart Storage
Manager
Lock
Manager
Unified
Indexing
Data
Mashup
Text
Analysis
Unified
Search
Faceted
Navigation
Interactive
Exploration
Information Discovery
Oracle
Exalytics
In-Memory
Machine

Oracle Endeca Information Discovery
• Came through the Endeca acquisition, originally called Endeca Latitude
• Adds unstructured data analysis, and “data discovery” to Oracle’s BI capabilities
• Agile development using a schema-less
database engine called Endeca Server
• Complementary to OBIEE, typically used
prior to a full OBIEE project, to work-out
what questions you want answered

Information Discovery vs. Reporting & Analysis
• Data volume, variety & growth provides challenges to answering business queries
‣ Unstructured data, social network data, call centre logs now available too
• Datasets change, don’t always fit dimensional models, and arrive quickly
• Users want self-service access to data with minimal setup time
• Reporting and Analysis is great for accurate answers to known questions ...
• ... Data discovery provides fast answers to new questions
• Guiding principle :
Quickly explore all relevant data
Quickly Explore All Relevant Data
•Relationships
undefined or
unknown
•No up-front data
modelling
•Rapid, iterative
change
•Advanced search
•Contextual
navigation
•Analytics
•Structured
•Semi-structured
•Unstructured
•Even messy data is OK
•Not in the data
warehouse, yet

“Search-First” Interface
• Traditional BI tools (OBIEE, Discoverer etc)
are focused on reporting and delivering
• Oracle EID takes a “search first” approach,
building on e-commerce and web search
user experiences
• Search + Contextual Navigation
+ Visual Analysis
• Split-second response times to
support and encourage data exploration
Value Search
across all
attributes
Breadcrumb list
showing all filters
applied so far
Guided
Navigation,
free-form filtering
across all
atttributes

Data Discovery Scenarios
• Product Quality Reports / Warranty Analysis
• Online TV Shopping Sales Sentiment Analysis
• Police Crime Report & Evidence Analysis
Type of Customer
•Police forces, CID etc
•Intelligence agencies (MI5 etc)
•Private investigators, journalists
Traditional BI Issues
•By the time you’ve fitted it to a
conformed dimensional model,
you’ve missed the opportunity
•Evidence spread across disparate
documents, sources and formats
Data Discovery Solution
•Minimal up-front data modeling
•No requirement for a common model
•Support for unstructured, semi-
structured and structured sources
•Search is the primary user interface
Type of Customer
•Manufacturers, retailers
•Consumer bodies
•Insurance companies
•Most useful information is in free-
form documents and reports
•Success comes from correlating
information from many sources
•Focus on reporting and numbers
•Easy linking of disparate sources
that only share limited commonality
•All data considered, with ability to
parse and detect meaning in docs
•Unlimited exporing across all attribs.
Type of Customer
•Online and TV-based retailers
•E-commerce operations
•B2C companies with vocal,
online customer base
•Sales reporting only covers what
you’ve sold. not why you’ve sold it
•Consumer sentiment is found on
blogs, Facebook and Twitter, not
easily brought into BI datasets
•Combine unstructured social
networking feeds with sales data
•Content acquisition from non-
traditional sources
•Analyze consumer sentiment

Oracle Advanced Analytics : In-Database Predictive Analytics
• In-Database Predictive Analytics and Statistical Analysis
• Massively-Scalable, able to analyze huge volumes of data
• Exposed through SQL and R, enabling broad usage
Predictive
Analytics
Text Mining
Statistics
Data Mining
Comprehensive Predictive Analytic
Platform Built-Inside the Database
‣ Data Mining, Text Mining
‣ Statistical Analysis (built on R)
‣ Built for Data Scientists/Analysts
Scalable and Parallel
Tightly-Integrated with SQL
Works Inside Exadata and
Big Data Appliance

What is R, and Oracle R Enterprise?
• R is a statistical language similar to
Base SAS, or SPSS
• Open-source, run by the R Project
(http://www.r-project.org)
• R environment is a suite of client/server
products for statistical data manipulation
and graphical analysis
• Modeling and Analysis performed
in-memory using “frames”
• Enhanced by community-contributed packages
• R distribute the open-source version of R
with Oracle Linux
• Oracle R Enterprise extends R to allow analysis
against frames stored in Oracle tables, views
and embed R scripts in database PL/SQL packages

Capabilities of R Compared to SQL (Built-In Stats Functions)
• R provides a wide variety of statistical and graphical techniques
• Linear and non-linear modeling, classical statistical tests, time-series analysis
• Classification, clustering and other capabilities
• Matrix arithmetic, with scalar, vector, matrices, list and data frame (aka table) structures
• Extensible through community-contributed packages, and interacts with C++, Java etc
• Available for Oracle Database 11gR2 through the Advanced Analytics Option
• Extends the (free) SQL statistical capabilities provided by Oracle Database
‣ Ranking, Windowing, Reporting
‣ Lag/Lead, First/Last
‣ Linear Regression, Inverse Percentile etc

Oracle R Enterprise
• Regular R is constrained by only working with in-memory datasets (frames)
• Data from tables and other database structures has to be loaded into memory
• Oracle R Enterprise (ORE) removes this constraint by allowing frames to reside in DB
• Automatically exploits database parallelism, plus Oracle scalability / resilience
• ORE provides three key areas of functionality
‣ Embedded R
‣ In-Database Statistics Engine
(R extensions for Oracle SQL)
‣ Transparency Layer
(access RBDMS-based frames)

Typical R / ORE Topology
• Analyst workstation contains Open Source R client tools
• Models created in-memory on workstation
• ORE provides capability to access datasets
stored in Oracle RBDMS, transparently
• Database has ORE embedded within it
• ORE provides data for workstation, and
can spawn its own R sessions for
in-database R analysis
• Enables lights-out R analysis, plus connectivity
to Hadoop and Map/Reduce via
Oracle R Connector for Hadoop
Analyst Workstation /
Laptop
(2 core,
16GB RAM)
Oracle Database
Server with
ORE
Hadoop Server
(Oracle Big
Data Appliance)
In-Memory
R Engine
In-Memory
R Engines
spawned by DB
ORE Hadoop Connector

Big Data : New Datasets of Higher Variety, Volume and Velocity
• Traditional BI datasets have been relatively small, and well structured
• Financial data and other metrics, with attributes and hierarchies to slice-and-dice it
• Big data is all about collecting and analyzing data sets of wider scope
‣ Volume - TBs of data collected from sensors, transactions and other low-granularity
data sources
‣ Variety - unstructured, semi-structured as well as structured sources
‣ Velocity - data arriving in real-time, and analyzed in real-time

Hadoop and MapReduce
• Apache Hadoop is one of the most well-known Big Data technologies
• Family of open-source products used to store, and analyze distributed datasets
• Hadoop is the enabling framework, automatically parallelises and co-ordinates jobs
• MapReduce is the programming framework
for filtering, sorting and aggregating data
‣ Map : filter data and pass on to reducers
‣ Reduce : sort, group and return results
• MapReduce jobs can be written in any
language (Java etc), but it is complicated

New in OBIEE 11.1.1.7 : Hadoop Connectivity through Hive
• MapReduce jobs are typically written in Java, but Hive can make this simpler
• Hive is a query environment over Hadoop/MapReduce to support SQL-like queries
• Hive server accepts HiveQL queries via HiveODBC or HiveJDBC, automatically
creates MapReduce jobs against data previously loaded into the Hive HDFS tables
• Approach used by ODI and OBIEE
to gain access to Hadoop data
• Allows Hadoop data to be accessed just like
any other data source (sort of...)

An example Hive Query Session: Connect and Display Table List
[oracle@bigdatalite ~]$ hive
Hive history file=/tmp/oracle/hive_job_log_oracle_201304170403_1991392312.txt
hive> show tables;
OK
dwh_customer
dwh_customer_tmp
i_dwh_customer
ratings
src_customer
src_sales_person
weblog
weblog_preprocessed
weblog_sessionized
Time taken: 2.925 seconds
Hive Server lists out all
“tables” that have been
defined within the Hive
environment

An example Hive Query Session: Display Table Row Count
hive> select count(*) from src_customer;
Total MapReduce jobs = 1
Launching Job 1 out of 1
Number of reduce tasks determined at compile time: 1
In order to change the average load for a reducer (in bytes):
set hive.exec.reducers.bytes.per.reducer=
In order to limit the maximum number of reducers:
set hive.exec.reducers.max=
In order to set a constant number of reducers:
set mapred.reduce.tasks=
Starting Job = job_201303171815_0003, Tracking URL =
http://localhost.localdomain:50030/jobdetails.jsp?jobid=job_201303171815_0003
Kill Command = /usr/lib/hadoop-0.20/bin/
hadoop job -Dmapred.job.tracker=localhost.localdomain:8021 -kill job_201303171815_0003
2013-04-17 04:06:59,867 Stage-1 map = 0%, reduce = 0%
2013-04-17 04:07:03,926 Stage-1 map = 100%, reduce = 0%
2013-04-17 04:07:14,040 Stage-1 map = 100%, reduce = 33%
2013-04-17 04:07:15,049 Stage-1 map = 100%, reduce = 100%
Ended Job = job_201303171815_0003
OK
25
Time taken: 22.21 seconds
Request count(*) from table
Hive server generates
MapReduce job to “map” table
key/value pairs, and then
reduce the results to table
count
MapReduce job automatically
run by Hive Server
Results returned to user

Importing Hadoop/Hive Metadata into RPD
• HiveODBC driver has to be installed into Windows environment, so that
BI Administration tool can connect to Hive and return table metadata
• Import as ODBC datasource, change physical DB type to Apache Hadoop afterwards
• Note that OBIEE queries cannot span >1 Hive schema (no table prefixes)
1
2
3

Set up ODBC Connection at the OBIEE Server (Linux Only)
• OBIEE 11.1.1.7+ ships with HiveODBC drivers, need to use 7.x versions though
• Configure the ODBC connection in odbc.ini, name needs to match RPD ODBC name
• BI Server should then be able to connect to the Hive server, and Hadoop/MapReduce
[ODBC Data Sources]
AnalyticsWeb=Oracle BI Server
Cluster=Oracle BI Server
SSL_Sample=Oracle BI Server
bigdatalite=Oracle 7.1 Apache Hive Wire Protocol
[bigdatalite]
Driver=/u01/app/Middleware/Oracle_BI1/common/ODBC/
Merant/7.0.1/lib/ARhive27.so
Description=Oracle 7.1 Apache Hive Wire Protocol
ArraySize=16384
Database=default
DefaultLongDataBuffLen=1024
EnableLongDataBuffLen=1024
EnableDescribeParam=0
Hostname=bigdatalite
LoginTimeout=30
MaxVarcharSize=2000
PortNumber=10000
RemoveColumnQualifiers=0
StringDescribeType=12
TransactionMode=0
UseCurrentSchema=0

OBIEE and Hadoop
Demonstration

Unstructured Data, Analytics & Big Data - and Oracle Exalytics
• Exalytics, through in-memory aggregates and InfiniBand connection to Exadata,
can analyze vast (structured) datasets held in relational and OLAP databases
• Endeca Information Discovery can analyze unstructured and semi-structured sources
• InfiniBand connector to Big Data Applicance + Hadoop connector in
OBIEE supports analysis via Map/Reduce
• Oracle R distribution + Oracle Enterprise R supports SAS-style statistical analysis
of large data sets, as part of Oracle Advanced Analytics Option
• OBIEE can access Hadoop datasource through Hive,
and use its in-memory cache to speed-up Hive queries

Oracle Exalytics In-Memory Machine as a Platform for Endeca & R
• Exalytics server acts as an
analysis workstation “on steroids”
• 1TB Ram + 40 cores for multiple R engines
• Infiniband connection to Exadata and ORE
• Endeca Information Discovery uses 40 CPU
cores for massively parallel indexing, analysis
• More of Endeca Server datastore in RAM
• OBIEE uses RAM and cores for TimesTen
datamart, in-memory data source federation
and Presentation Server caching, performance
• All products benefit from high-end server
features and fast connectivity to Exadata + BDA

An Example OBIEE / Endeca / R on Exalytics Scenario
• “Airline On-Time Performance and Causes of Flight Delays” dataset
• Provide by Bureau of Transportation Statistics, Research and Innovative Technology
Administration, United States Department of Transportation
• Dataset containing 123M rows of non-stop US domestic flight legs
• Source and destination airports, operator, aircraft type
• Type and duration of delay, delay reason
• Freely-available “big data” set
• What can OBIEE, R and EID tell us?
‣ OBIEE - dashboard analysis + drilling
‣ EID - discovery, and analysis of supporting
information describing delays, reasons etc
‣ ORE - deep insight into specific questions
• Hadoop - came too late for this presentation, but
could also play a role too (ingestion of new flight data)

Endeca Information Discovery Search/Analytic Dashboard
• Search capabilities of EID
help us explore messy and
unfamiliar data
• “McDonel” corrects to “McDonnell”
• Matches to all variants of
“McDonnell Douglas”
• Dashboard tells us that
Delta Airlines has suffered
most delays using McDonnell
Douglas aircraft, regardless of
variations of spelling
Any variant of
McDonnell
Douglas is
retrieved.

Useful information for when Traveling
• Not that it worried me, honestly...

Oracle Endeca Server : A Hybrid Search/Analytic Database
• Key to these capabilities is the Oracle Endeca Server and its datastores (databases)
• Proprietary database engine focused on search and analytics
• Data organized as records, made up of attributes stored as key/value pairs
• No over-arching schema,
no tables, self-describing attributes
• Every record can have its own unique
set of attributes, with the overall data model
emerging over time as data is loaded
• Endeca Server hallmarks:
‣ Minimal upfront design
‣ Support for “jagged” data
‣ Administered via web service calls
‣ “No data left behind”
‣ “Load and Go”

Oracle EID Integrator and Studio
• Data is loaded into Oracle Endeca Server datastores using Oracle EID Integrator
‣ Data Integration (ETL) tool build on open-source CloverETL tool (Eclipse framework)
‣ Oracle EID functionality provided through components that call Endeca Server web services
• User Interface created and delivered using Oracle EID Studio, 100% web-based
‣ Create dashboards made up of search, navigation and data analysis components
‣ Also provides Endeca Server / Studio admin features

Discovery Environment Provides Many Ways to Explore Data
“San Fran” provides
completion suggestions
across all attributes, allowing
us to discover many
representations of “San Fran”
that may be present in the data
Similarly, with each step of the
data exploration, all available
records in current filter set are
summarised by facets -
prompts for every available
attribute, populated by only
the valid values that will lead
to non-empty results sets,
allowing users to uncover
relationships and patterns in
the data using attributes that
they may not even be aware
existed
Unlike search engines, EID
has a rich, SQL-like language
for aggregating and
calculations, to populate
graphs and visualizations in
the dashboard

Text Analytics through EID Lexical / Parsing / Enrichment Features
• Flexible key/value data model and unstructured text enrichment capabilities of EID allow
text analytics to be combined with data discovery and analytics
Most common issue for older,
MD-88 aircraft is “corroded or
cracked skin on the fuselage”
Whilst for newer 777, most
common issue is “inoperative
emergency lights in the cabin”

Flight Delays Analysis using Endeca Studio
Demonstration

Exalytics OBIEE Dashboard : “Speed of Thought” Analysis
123m rows of data, analyzed
live with detail in Oracle DB,
and aggregates in TimesTen
Interactive visuals, in the form
of maps, graphs, tables,
scorecards and KPIs
“Go-less” prompts and
dashboard controls for instant
response to filter changes

Using R to Answer In-Depth, Statistical Questions
• Are some airports more prone to delays than others?
• Are some days of the week likely to see fewer delays than others?
‣ Are these differences significant?
• How do arrival delay distributions differ for the best and worst 3 airlines compared to the
industry?
‣ Are there significant differences among airlines?
• For American Airlines, how has the distribution of delays for departures and arrivals
evolved over time?
• How do average annual arrival delays compare across select airlines?
‣ What is the underlying trend for each airline?

Preparing the Dataset for R, and Running R Queries
• Create R frames using data
from Oracle RDBMS, using
ORE transparency layer
• Create R queries to manipulate
flight delays data
• Build regression models
• Score and rank data
• 40 cores and 1TB RAM in Exalytics
allows multiple R engines to
be spawned, processing larger
datasets than desktop workstation
could support
ontimeSubset <- subset(ONTIME_S, UNIQUECARRIER %in%
c("AA", "AS", "CO", "DL","WN","NW")) res22
<- with(ontimeSubset, tapply(ARRDELAY,
list(UNIQUECARRIER, YEAR), mean, na.rm = TRUE))
g_range <- range(0, res22, na.rm = TRUE)
rindex <- seq_len(nrow(res22))
cindex <- seq_len(ncol(res22))
par(mfrow = c(2,3))
for(i in rindex) {
temp <- data.frame(index = cindex, avg_delay = res22[i,])
plot(avg_delay ~ index, data = temp, col = "black",
axes = FALSE, ylim = g_range, xlab = "", ylab = "",
main = attr(res22, "dimnames")[[1]][i])
axis(1, at = cindex, labels = attr(res22, "dimnames")[[2]])
axis(2, at = 0:ceiling(g_range[2]))
abline(lm(avg_delay ~ index, data = temp), col = "green")
lines(lowess(temp$index, temp$avg_delay), col="red")}

Integrating with OBIEE and Oracle BI Publisher
• R scripts can be embedded in BI Publisher data models
• Results returned as image vectors in XML, and rendered as BI Publisher output
• R scripts can also be referenced in functions etc and included in OBIEE RPD

R Analysis Output within the OBIEE Dashboard
Display flight delay per airport
for top N busiest airports
with parameters that are passed
to live R engines, using R script
in BIP data model
Regression analysis used to
predict average delay for a
route, using ORE integration
within OBIEE BI Repository

Summary
• Analytics options available with Oracle Database and Oracle Fusion Middleware support
a wide range of analytic tools and engines
• Oracle Exalytics is an excellent platform to run these on, based on RAM and CPU #
• OBIEE, with TimesTen for Exalytics and the Summary Advisor, supports
“speed of thought” analytics using a rich, interactive dashboard
• Endeca Information Discovery provides a search / analytic interface to enable you to
discover the questions that need answering
• Oracle R Enterprise, part of the Advanced Analytics Option for Oracle Database,
enables deep analysis and insights using the R statistical language and environment
• OBIEE can now connect to Hadoop/MapReduce, through Hive
• A combined, integrated analysis toolset based on an Oracle Engineered System

OBIEE, Endeca, Hadoop and ORE Development (on Exalytics) (ODTUG 2013)

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